Tag: mcluhanism

As leaders in computer animation, in terms of box-office takings, technical prowess and industry awards, it’s easy to forget that Pixar’s roots are in traditional animation: the frame by frame progression of a set of still images at speeds that trick the eye into perceiving a single moving image.

But in the Age of Mechanical Reproduction, it’s hard to explain the essentials of what Pixar really do without spoiling some of the magic: as any Behind the Scenes DVD extra will show you, it’s a probably a bunch of sweaty animators slaving over their Wacom tablets for months on end.

a traditional zoetrope

So when Disney sought to showcase their acquisition (they bought Pixar back in 2006) in a couple of their resorts, they tasked Pixar with a demonstrating how animation works in a way that keeps the magic in.

What they came up with – a modern re-imagining of the zoetrope – is something to truly surprise and delight.

Take a look at this:

Lovely, isn’t it?

What caught my attention is the point animator Warren Trezevant makes:

It’s the clearest explanation of animation, because you get to see every frame of animation before your current frame […] and every frame of animation after it. Here you have the opportunity to see the tricks the animators use to make things move.

Dr. Manhattan

Thinking more deeply on this, one could consider the zoetrope’s design as illustrative of one other concept: four dimensional perception.

Unlike traditional screen-based animation, the zoetrope lends observers the ability to see ‘through time’. One can rewind or fast-forward through frames with a slight adjustment in perspective, much like Watchmen’s Dr. Manhattan.

This recalls an essay I wrote applying McLuhanism to comic books, which talks around the medium’s unique ability to force a sort of cognitive leap between the panels of a page (despite speeds far lower than 30 fps).

In comics, the reader’s mind fills in the blanks, making it probably the most effective animator of all. And now that Disney owns Marvel too, perhaps we’ll see more examples of Disney playing around in the fourth dimension.

I’ve been in touch with a really interesting bloke called Richard Altman. He’s what I’d call a Digital Activist – in that his strongly opinionated views challenge normative behaviour, and have the potential to cause others to reconsider that which we take for granted. His area of interest: the Web and it’s governance.

This man partied with The Beatles

I’ll be sharing some of his thoughts in an upcoming post, but for today, we’ll be exploring some of his filmmaking work. Altman and I share a passion for the work of Marshall McLuhan, and he’s made a short series of thought-provoking films that assess many of his ideas: a perfect jumping off point for those not yet acquainted with the great man.

Be forewarned: these videos aren’t exactly lean-back viewing. Altman has developed a unique presentation style that fuses blazing imagery, dubbed-audio and staccato editing into what would be described as an audiovisual bricolage.

The effect of watching each video is quite close to McLuhan’s own ‘braindump’ writing style, in which he didn’t expound mere theories, but developed probes – aphorisms designed to to stimulate curiosity about one’s subject or environment. This allowed McLuhan, as it does for Altman, to be far less committal in the work presented, yet to encourage the reader/viewer to make up their own mind about what they’ve just experienced.

Try these out, and let me know what you think:

Part 1 – Acoustically Visual

Part 2 – Linear Tactility (nsfw)

Part 3 – Painting the Invisible

I have an interview with Richard scheduled for publication, so check back in the next few days to read an explanation of the themes and ideas herein, that is, if you’re still left scratching your head!

I set out to assess the implications of a wholly new medium, one which had received little academic attention written from a media theoretical perspective. I made clear use of an industry connection to gain inside knowledge of the developments occurring to bring this medium to the mainstream. Building a methodology that could sustain the level of analysis that I hoped to achieve, I observed the interactions between technology and industry, market forces and cultural influences. Having positioned my subject at the crest of a curling wave, I employed critical media theory to explore the potential implications of my subject in its wider context of social reality. This ambitious task has granted me insight into how the complex interactions of various fields give rise to social change. Along the way I have revealed seams rich in potential for further analysis.

McLuhan is proven to apply to yet another medium, the perspective he offers served my analysis quite well. A further exploration might make use of his Acoustic and VisualSpace probe, Cavell’s basis for McLuhanistic spatial enquiry in his book McLuhan in Space (2002) would be a good starting point for such work, since it applies McLuhanism to the media of time and space, thus a good start for work on the presence of virtual objects. Media analysts occupied with screen design might wish to extend Bolter and Grusin’s (1999) work on remediation to the emergent Mobile AR technology, perhaps from an explicit digital gaming perspective. Those with interest in advertising or business as applied to Augmented Reality would do well to continue Benjaminian thought to its logical end: manipulating a virtual object to hold added-value for commercial enterprise. Those with a more creative bent might enjoy a study of the public perception of AR artworks using Benjamin also. There is scope for research into AR-based social interactions; gaming styles; immersion and identity formation, but this sort of work necessitates that first Mobile AR spends at least some time in public consciousness.

Finally, I believe that I have convincingly laid out an argument showing that AR is currently being developed and packaged as an entertainment technology, but its potential for community-driven, self-proliferating excitement of user-created content makes AR a significant and culturally-transformative technology. Convergence between media types will enable and drive the creation of innovative content which if successful will itself rely on new ways of accessing and viewing content and ultimately new forms of content and user experience entirely. We are at the crest of a wave. Will it wither and let a larger wave pass above it, or will it grow to reach tidal proportions? Despite my predictions, only time will tell.